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  • 2023
  • Working Paper

No Mask, No Service: Customer Reaction to Walmart’s 2020 National Mask Mandate

By: Innessa Colaiacovo
Multi-location firms face a complex series of economic tradeoffs when deciding whether to implement standard processes or allow processes to vary across establishments. One element of this tradeoff is customer response. This paper explores customer reaction to a... View Details
Keywords: Consumer Behavior; Geographic Location; Policy; Health Pandemics; Retail Industry; United States
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  • July 2016
  • Article

The Capital Market Consequences of Language Barriers in the Conference Calls of Non-U.S. Firms

By: Francois Brochet, Patricia L. Naranjo and Gwen Yu
We examine how language barriers affect the capital market reaction to information disclosures. Using transcripts from the English-language conference calls of non-U.S. firms, we find that the calls of firms in countries with greater language barriers are more likely... View Details
Keywords: Voluntary Disclosure; Capital Market Consequences; Non-plain English; Spoken Communication; Complexity; Capital Markets; Cross-Cultural and Cross-Border Issues
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  • 1991
  • Chapter

Reactions to Political Advertising Depend on the Nature of the Voter-Candidate Bond

By: J. A. Deighton, L. F. Alwitt and J. Grimm
Keywords: Advertising Campaigns; Political Elections; Relationships; Attitudes; Advertising Industry
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  • 2013
  • Article

Optimizing the Amount of Entertainment in Advertising: What's So Funny about Tracking Reactions to Humor?

By: Thales S. Teixeira and Horst Stipp
Humor and other entertaining content, as opposed to demonstrations of product features and "selling," are increasingly used in advertising, such as TV commercials, to attract and keep consumers' attention. This study uses facial tracking to explore how marketers can... View Details
Keywords: Advertising Content; Entertainment; Face Perception; Advertising; Digital Marketing; Television Entertainment; Consumer Products Industry; Food and Beverage Industry
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  • 07 Dec 2016
  • Blog Post

Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference

California. The conference was hosted by HBS’s Marketing Club and was sponsored by Procter & Gamble, The Boston Consulting Group, H-E-B, ABInBev, American Express, General Mills, Ibotta, and Samsung. “The energy on campus was... View Details
Keywords: Entertainment / Media / Sports
  • 20 Oct 2011
  • Research & Ideas

Getting the Marketing Mix Right

Businesses rely on solid marketing strategies to boost sales—yet the tools used to evaluate these strategies often provide misleading results, leaving managers with the inability to accurately measure how they can get the best bang for... View Details
Keywords: by Dina Gerdeman
  • 16 Apr 2009
  • Working Paper Summaries

Gray Markets and Multinational Transfer Pricing

Keywords: by Romana L. Autrey & Francesco Bova

    When Can the Market Identify Stale News?

    Why do investors react to old information? We conjecture that it is cognitively difficult to identify old content combined from multiple sources. We use a unique dataset of news passing through the Bloomberg terminal to differentiate "recombination" stories that draw... View Details
    • Teaching Interest

    Information in Financial Markets (Econ 970, Spring 2016)

    Second-year undergraduate course covering various aspects of information propagation in financial markets. The course is divided into four units. We begin by covering canonical pricing anomalies that illustrate the importance of information distribution and... View Details
    • 08 Aug 2011
    • News

    Treasury, Stock Markets After U.S. Debt Rating Cut

    • 19 Jan 2011
    • Research & Ideas

    Activist Board Members Increase Firm’s Market Value

    conduct an impromptu experiment. They hypothesized that the market reaction to the SEC announcement could help determine whether increasing shareholder power would be considered good or bad in the eyes of... View Details
    Keywords: by Carmen Nobel
    • 07 Jul 2020
    • Research & Ideas

    Market Investors Pay More for Resilient Companies

    The steep market drop in the early days of the COVID-19 crisis is being used as a laboratory to study the importance of companies investing in stakeholder relations with their employees, suppliers, and customers, and how those investments could be strategic resources... View Details
    Keywords: by Kristen Senz; Financial Services
    • Web

    Students on the Job Market - Doctoral

    Placement Students on the Job Market Please note this page will be updated throughout the fall. Accounting & Management Terrence Tianshuo Shi Abstract: Forthcoming Faculty Advisor(s): | Email Elliot Tobin Abstract: The Effects of... View Details
    • 17 Oct 2019
    • Research & Ideas

    ‘Chick Beer’ for Women? Why Gender Marketing Repels More Than Sells

    your order.” Gender-tailored marketing messages from these brands and others—including Mangria and Pink Power tools—are common, yet new research shows they can turn off consumers, particularly women. In fact, they often backfire to the... View Details
    Keywords: by Dina Gerdeman; Consumer Products
    • 01 Aug 2008
    • Research & Ideas

    Does Market Capitalism Have a Future?

    In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on "The Future of Market Capitalism." The HBS Alumni Bulletin spoke with Bower shortly after the... View Details
    Keywords: by Garry Emmons
    • 01 Sep 2008
    • News

    Is Market Capitalism Headed for Trouble?

    In June, Professor Joe Bower (with fellow HBS professors Dutch Leonard, David Moss, and Lynn Paine) led an HBS faculty colloquium on “The Future of Market Capitalism.” The Bulletin spoke with Bower shortly after the event. BOWER: On the... View Details
    Keywords: Garry Emmons; Colleges, Universities, and Professional Schools; Educational Services; Management, Scientific, and Technical Consulting Services; Professional Services

      Front Page News: The Effect of News Positioning on Financial markets

      This paper estimates the effect of presentation of information on financial markets, using quasi-random variation in prominent "front page" positioning of news on the Bloomberg... View Details

      • 22 Feb 2000
      • Research & Ideas

      The Mind of the Market: Extending the Frontiers of Marketing Thought

      might serve the study of consumer behavior. An HBS professor since 1991, Zaltman's work actually cuts across a number of boundaries. He's a co-director (with Stephen M. Kosslyn, Professor of psychology at Harvard University) of the Mind of the View Details
      Keywords: by Martha Lagace
      • 04 Apr 2000
      • Research & Ideas

      The Right Way to Restructure Conglomerates in Emerging Markets

      Western corporate strategies have long been held up as role models for businesses in emerging markets. The reaction to recent financial crises in Asia and Latin America has only served to reinforce this practice. The multilateral... View Details
      Keywords: by Tarun Khanna & Krishna Palepu
      • June 2018
      • Case

      American Airlines' Value Pricing (Abridged)

      By: Alvin J. Silk and Sunil Gupta
      This is an abridged version of the 1992 case where American Airlines (AA) launched "Value Pricing" in an attempt to simplify the pricing structure of the airline industry. AA expected that this plan would benefit not only consumers, but also AA and the entire airline... View Details
      Keywords: Consumer Marketing; Market Segmentation; Pricing; Pricing Strategy; Demand Analysis; Competition; Marketing; Segmentation; Price; Strategy; Demand and Consumers; Analysis; Air Transportation Industry
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